1. Tool: Marketing Game Plan
HOW TO USE THIS TOOL:
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Whether you’re planning for a one-day event or a multi-year, multi-channel
marketing campaign of epic proportions, you need a game plan. And you need it
now! Gather your team, lock yourselves in a room, and get your game plan done.
Then you can put your plan into action!
IMPORTANT! Don’t skip steps. It’s important to start with #1, move on to #2, and
end with #3. Go in that order and you’ll get results. Skip around and you’ll end up
tweeting to octogenarians (and that’s probably not the most strategic and effective
use of your scarce resources, now is it?).

2. Whether you’re planning for a one-day
event or a multi-year, multi-channel
marketing campaign of epic proportions,
you need a game plan. And you need it
now! Gather your team, lock yourselves
in a room for an hour, and you’ll get your
game plan done. Then you can put your
plan into action!
Directions:
This tool is based on the 1, 2, 3 Marketing Method™, which uses research to get you results.
It’s important to fill in the boxes, starting with #1, moving on to #2 and ending with #3.
Go in that order—no skipping around! Use the method and you get results. Skip around and
you’ll end up tweeting to octogenarians.
...................................................
YOUR Organization:
WHAT - Define what marketing success looks like for your organization.
Focus your Game Plan on one goal. Stay focused and be specific.
WHO - Identify who you need to reach for your marketing to be successful.
Again, the more specific the better. Who, exactly, do you need to reach? And what might motivate them to engage? ‘Donors’ or ‘volunteers’ are broad
categories. You need to dig deeper so you can reach your ideal donors or volunteers (or whomever).
HOW - Figure out how to most effectively reach your ideal supporters.
Message: It’s important that everyone on your team know the core message. 2-3 sentences that are concise, compelling and, therefore, repeatable.
If it’s longer, no one will remember it and, therefore, no one will use it. Sad but true.
1
2
3
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..........................................................................................................................................................................Mechanism & Measurement: A mechanism might be your website, a blog, Facebook, YouTube, an event, or good old-fashion, in-person networking.
The mechanisms you choose should reflect where the people you identified in #2 already are—i.e. meet them where they’re at to make them happy.
Mechanism Message Call to Action (CTA) Success Metric
#1
#2
#3
#4
#5

3. Whether you’re planning for a one-day
event or a multi-year, multi-channel
marketing campaign of epic proportions,
you need a game plan. And you need it
now! Gather your team, lock yourselves
in a room for an hour, and you’ll get your
game plan done. Then you can put your
plan into action!
Directions:
This tool is based on the 1, 2, 3 Marketing Method™, which uses research to get you results.
It’s important to fill in the boxes, starting with #1, moving on to #2 and ending with #3.
Go in that order—no skipping around! Use the method and you get results. Skip around and
you’ll end up tweeting to octogenarians.
...................................................
..........................................................................................................................................................................
..........................................................................................................................................................................
..........................................................................................................................................................................
YOUR Organization:
WHAT - Define what marketing success looks like for your organization.
Focus your Game Plan on one goal. Stay focused and be specific.
WHO - Identify who you need to reach for your marketing to be successful.
Again, the more specific the better. Who, exactly, do you need to reach? And what might motivate them to engage? ‘Donors’ or ‘volunteers’ are broad
categories. You need to dig deeper so you can reach your ideal donors or volunteers (or whomever).
HOW - Figure out how to most effectively reach your ideal supporters.
Message: It’s important that everyone on your team know the core message. 2-3 sentences that are concise, compelling and, therefore, repeatable.
If it’s longer, no one will remember it and, therefore, no one will use it. Sad but true.
Mechanism & Measurement: A mechanism might be your website, a blog, Facebook, YouTube, an event, or good old-fashion, in-person networking.
The mechanisms you choose should reflect where the people you identified in #2 already are—i.e. meet them where they’re at to make them happy.
Mechanism Message Call to Action (CTA) Success Metric
1
2
3
#1
#2
#3
#4
#5
Youthtopia gets kids healthy by getting them moving. We do this through after-school programs, summer camps and activity-based clubs.
Youthtopia kids get better grades, are in better relationships and have a better shot at long-term success.
Youthtopia
Raise $5,000 during Idaho Gives so that we can buy the supplies for our summer camps.
Ted and Barbara have two children, one in middle school and one in high school. They have a hectic schedule as both kids are involved in lots
of activities. Growing up, Ted played football and ran track and Barbara was a swimmer. They are also active in their church community. They
are both subscribed to our e-newsletter, but have never made a donation.
e-News story
Facebook
Phone calls from
board
Thank you cards
made by kids
Year-end appeal
When you give on May 2, you can
amplify your impact because your
dollar goes further. [share a story
about a Youthtopia kid]
This work makes a big difference
for kids in our community. [share
testimonials from Youthtopia kids.]
Did you know that on May 2 you
have a chance to stretch your
donation and amplify your impact?
You made amazing things happen
during Idaho Gives—thank you!
You made amazing things happen
for kids all year long—thank you!
Get ready to give on May 2!
[leading up]: Mark your calendar!
On May 2, you have a chance to
help all sorts of kids just like [insert
kid’s name].
[day before]: Ready to help [insert
kid’s name] tomorrow?
[day of]: Please give today!
Can we count on you to give to
Youthtopia on May 2, during
Idaho Gives?
[no CTA; only gratitude]
Will you consider making a
year-end gift to Youthtopia?
Click thru rate to Youthtopia’s
Idaho Gives page.
Click thru rate to website
(where stories are)
Day of: Click thru rate to
Youthtopia’s Idaho Gives
page.
Day of donations
Increase in year-end
donations
Increase in year-end
donations
Example

4. We hope you found this toolkit useful!
Here are two other tools to help you market your mission:
Pitchfalls: why bad pitches happen to good people
1, 2, 3 Marketing Tree
Thanks for making the world a better place,
The Claxon Team
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www.claxonmarketing.com | info@claxonmarketing.com | 347.766.6485